Intention Marketing

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Digital Now Australia 2010
Nic Hodges' Presentation from the Brisbane Event.

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  • Intention Marketing
    For decades the only way to secure more media was to buy more media.
    Today, a larger audience can be reached more efficiently through a combination of paid, earned and owned media.
    Combined, these three forms of media redefine the mix needed for connecting with consumers and capturing a disproportionately large share of the intention they choose to express.
    This presentation will focus on how to capture a disproportionate share of consumer intention as expressed in their searches,
    mobile and social actions.
  • Marketing has become a lot more complex and consumers get brand experiences in a bewildering number of ways, especially on digital platforms
  • So much has changed so quickly that it is legitimate to say we are at the beginning of the post-broadcast age and given that much of marketing science as we understand it is dependant on the dominance of broadcasting and that we have learned much and done much in a period of unitary influence that may not be replicated in the future. To understand how to play the new game we need to classify the key symptoms of change and their implications for advertisers.
  • Technology will allow advertisers to more accurately and more effectively allocate funds to short term sales drivers.
    Increased addressability at the geo-demographic and behavioral level combined with location based services should catalyze a revolution in price promotion. This may bring to life strategies that more closely represent airline inventory management systems than a coupon through ever letter box in the country.
    Addressable television may also prove to be the gating factor to display advertising growth on the web and a rebalancing of risk between the buyers and sellers of inventory. This will not be restricted to the simple measure of online sales as advertisers learn to define events and interactions that act as indicators of future revenue.
  • Retail chain Borders has become one of the first major brands in Australia to run a promotional campaign based around the location-sharing platform, Foursquare.
    The promotion, focuses on rewarding check-in loyalty. For every third check-in at a Borders store, customers will receive a 10% discount off all full-priced books.
  • Bluetooth enabled billboard ads appeared in Shanghai, Beijing and Guangzhou, as passersby approached they received a mobile message telling them to run to the nearest Nike store as fast as possible.
    -A virtual stopwatch was activated the moment the person received the message, once they got to the store with their mobile the time was stopped.  
    -Everyday the store gave away a pair of running shoes to the fastest person, their name also appeared on the billboard the next day
  • It’s not just about smart phones and tablet. Continuous hardware evolution means increasing the number of connected things
  • Procter & Gamble Co.'s Charmin, the nation's No. 1 toilet paper brand, has debuted its first mobile advertising sponsorship, working with global bathroom directory SitOrSquat Inc. on its Web site and mobile applications.
    The consumer packaged goods giant sponsored SitOrSquat's site and iPhone application to help consumers on the go find the cleanest public toilets worldwide. The site and application offered user-generated listings of bathroom locations and ratings, as well as details on hours of operation, handicap accessibility, showers and availability of changing tables.
    SitOrSquat is a New York-based user-generated service that lets consumers find bathrooms with myriad facilities including changing tables and handicap access across 55,000 bathrooms in 32 countries. It styles itself as "a place to find and record bathrooms anywhere in the world.“
    Users who download the SitOrSquat application from the Apple iTunes Store to their iPhone can add their review when they have used one of the featured toilets. A "Sit" rating implies that the bathroom is clean and "Squat" means that it is not.
  • Search (along with social media) is the outstanding behavioral change of the digital age
    Infinite choice of entertainment, services and information renders guides and directories redundant
    It also raises consumer expectation of ‘whatever, whenever’ discovery. Every adult expects to find every brand, every child expects to find Sponge Bob 24/7
    Search is not static, algorithmic text is just stage one, the merging of video and social results offer new challenges and opportunities for marketers
    At the heart of this is the opportunity to capture a share of consumers intention and to use search activity as a mechanism to identify just where prospects are in the purchase pathway.
  • MS worked with Quaker Oats to launch a massive program across India to shake the nation from its complacency mode when it comes to heart disease. Mindshare developed an integrated campaign featuring a highly useful online health check that quickly gained word-of-mouth across India.
    Idea:   Champion a social cause & create a nation-wide movement to influence behavior change to make India Heart Healthy.  The program was hosted on www.goodmorningheart.com website as a central anchor to drive the ‘Mission of Making India Heart Healthy’.
     First step was to make consumers aware of their hearts health by getting them to take the “Quaker Heart Health test” on the above website.   Next step was to get them to act upon it:- Depending on the Risk, series of consumer engagements were rolled out- including Discounts on Lipid Profile test, tips on active lifestyle and healthy diet, free Quaker trial packs, Daily diet planner, etc.
      Across Television, Print, Radio and Digital platform conversations. Mobile and Internet widgets helped consumers remain updated with heart health tips, healthy oats recipes & BMI/Calorie counter. Facebook & Twitter pages for Goodmorningheart.com are ongoing platforms with more than 2000 fans frequently interacting on health related concerns.  
    Results:   Over 160,000 consumers taking the Quaker Heart Health Test at goodmorningheart.com website in less than 4 months. • Over 60,000 downloads for Quaker Oats mobile application   • 73% of Mission participants claim positive behavior change, e.g. Exercising, Eating healthy. • 74% growth in Quaker Oats Volumes at the back of this initiative
  • Whopper the official burger of the AFL.
    Footy tips – AU biggest sport community. Competition: 8 from 8
    Tipping a whopper is now part of the vernacular embedding the brand in the game
  • Media is something you do. Leisure is active again
    Guitar Hero. Halo on Xbox Live, Facebook
    The challenge of marketing to active audiences
  • Your website/retailer site is a crucial source of information and influence
    Australia needs to leverage this better & link the online – store experience
    Do it now while the AUD is strong and buyers are searching for O/S bargains
  • The common lifeblood that runs through our POE media exposure is data
    Our agencies generate billions of impressions - & that’s just the advertising
    Marketplaces are beginning to operate on close to real time
    Moving away from paying for exposure to paying for outcomes
  • Real Time Optimization - Mindshare has worked with LG to create a holistic digital brand check across paid, owned, and earned media.
    What are the most valuable digital touchpoints? How do we understand the value of P,O and E? What are the most important digital media?
    How much should be invested? How should success be measured
    What works? And how? The end of ‘The Industry Average
  • So much has changed so quickly that it is legitimate to say we are at the beginning of the post-broadcast age and given that much of marketing science as we understand it is dependant on the dominance of broadcasting and that we have learned much and done much in a period of unitary influence that may not be replicated in the future. To understand how to play the new game we need to classify the key symptoms of change and their implications for advertisers.
  • MediaCom Australia Dell Alienware
  • MediaCom Australia Dell Alienware
  • Slide 24 – 3 take outs
    Deliver messaging to create awareness and a base of social relevance
    Direct the curious to brand experiences
    Increase investment in the creation of owned media channels and don’t fear activating them prior to paid media campaigns
    Syndicate and promote the sharing of those experiences to aid discovery by others and measure the effect.
    Make the customer a full partner in the creative and distribution process
    Invite opinion and act on it in communication and in product development
    Our belief is that this leads to a new way of getting at the channel planning imperative and a new partnership between the owners of brands, their consumers and the creators and distributors of messaging.
  • Intention Marketing
    For decades the only way to secure more media was to buy more media.
    Today, a larger audience can be reached more efficiently through a combination of paid, earned and owned media.
    Combined, these three forms of media redefine the mix needed for connecting with consumers and capturing a disproportionately large share of the intention they choose to express.
    This presentation will focus on how to capture a disproportionate share of consumer intention as expressed in their searches,
    mobile and social actions.
  • Intention Marketing

    1. 1. Intention Marketing Incorporating Paid, Owned & Earned Media Nic Hodges – MediaCom Australia
    2. 2. trends of the post broadcast age Addressable Portable Interactive TransactionalSocial Searchable Data
    3. 3. Media will become more addressable Messaging to people and places Geography Behavior Location Time Reducing wastage Advertising Promotions New trading models A major privacy hurdle
    4. 4. Media will become more addressable
    5. 5. Media will become more addressable
    6. 6. Portable across platform, time, device and place
    7. 7. Portable across platform, time, device and place
    8. 8. Media will become more searchable
    9. 9. Media will become more social • Human behavior enabled by technology - Communication - Collaboration •How do you want to be talked about? •Why should I keep your message? Why should I share it? •Messaging in the stream
    10. 10. Result – and just this image – sales result Media will become more social
    11. 11. Media will become more interactive
    12. 12. Media in the transaction chain
    13. 13. Data
    14. 14. Data - LG Global Digital Health Check
    15. 15. trends of the post broadcast age. Addressable Portable Interactive TransactionalSocial Searchable Data
    16. 16. 18 Paid/Owned/Earned – Alienware
    17. 17. 19 Paid/Owned/Earned – Alienware
    18. 18. 3 Key out-takes
    19. 19. Deliver integrated messaging that creates awareness and social relevance. PAID
    20. 20. Direct the curious to brand experiences. OWNED
    21. 21. Make the user a full partner in the creative, communications and distribution process. EARNED
    22. 22. Thank you.

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